If that sounds rather crazy, it actually makes sense when you consider the reasons. Waking up at such an ungodly hour can be a win in your schedule because you have full control over how you start your day. There are way less distractions, since most of the world is still passed out under the sheets (including your kids).

Starting the day off right is so important. When you win the morning, says Tim Ferriss, author of The 4-Hour Workweek, you win the day.

But the real reason you should shift to this trend? Well, the world’s most famous entrepreneurs and billionaires wake up in style between 4 a.m. and 5 a.m., and they are obviously winning big.

Richard Branson, founder and chairman, Virgin Group

The billionaire entrepreneur wakes up at 5 a.m. to exercise and spend time with family. He says that it puts him in a great mind frame before getting down to business.

As we all know, exercise has great health and emotional benefits, yet it can sometimes seem impossible to squeeze a workout into your daily routine. But think about it: If you start out your day that early with some yoga, a 15-minute run, or even a brisk walk, you’ll be launching into your morning work routine energized, refreshed, and ready to conquer the world.

Branson writes in a 2014 Virgin blog, “I have always been an early riser. Like keeping a positive outlook, or keeping fit, waking up early is a habit, which you must work on to maintain. Over my 50 years in business I have learned that if I rise early I can achieve so much more in a day, and therefore in life.” He adds, “I find the period of quiet, before most of the world logs on, to be great time to catch up on news and reply to emails. These early hours give me the opportunity to start each day with a fresh and organized slate.”

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Tim Cook, CEO, Apple

The Apple CEO gets up at an even more ungodly hour than most. In a rugby match last year, he told sportscaster Alan Wilkins, “I wake up at 3:45, I do e-mail (at 4:30), I’m in the gym by 5 a.m. And I work straight until 8 or 9 at night. And then I do it all over again the next day. But I love it, it’s my life.”